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Passionate professionals give the organisation their faces and voices - a look into yleisradio's social media communication habits and culture

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A look into Yleisradio's social media communication habits and culture

Tuija Aalto, Head of Social Media, Media Strategy, Finnish Broadcasting Company YLE
Organizational Communication in the Digital Age University of Helsinki, November 2018

Social media communication habits

Share own and colleagues’ work:
* Share observations from events
* Share and comment industry news
* Engage with audiences, stakeholders,
* Answer questions
* Ask for input to projects
* Be human, have a life.

Published in: Social Media
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Passionate professionals give the organisation their faces and voices - a look into yleisradio's social media communication habits and culture

  1. 1. Passionate professionals give the organisation their faces and voices A look into Yleisradio's social media communication habits and culture Tuija Aalto, Head of Social Media, Media Strategy, Finnish Broadcasting Company YLE Organizational Communication in the Digital Age University of Helsinki, November 2018 1
  2. 2. Mission Yle strengthens Finnish society by providing everyone with information, education, insights and experiences. Tuija Aalto 2018 @Tuija
  3. 3. Vision and values Yle is the most important media for the Finnish people, and a bold innovator. Yle’s core values are reliability, independence and showing respect for everyone. Tuija Aalto 2018 @Tuija
  4. 4. People behind the content & services Yle offers • broadcast channels TV, radio • online services: web-tv, news, online journalism • content on third party platforms (video via YT, FB, IG; podcasts via Spotify & Apple). Yle people are • visible person brands • teams creating the content • creating concepts and • building the services.
  5. 5. Yle’s cost structure 2017: 364,5 Million euros spent on content and services
  6. 6. Yle’s content & services: news, current affairs, culture, entertainment, drama etc.
  7. 7. Viki ja Köpi, Jenspa
  8. 8. Tiina Merikanto, Matti Rönkä
  9. 9. Community managers engage with audiences Sari Veikkolainen, Maria Ainamo, Sanna Jussila
  10. 10. Yle Social media network supporting brands as well as individuals
  11. 11. Yle Social Media audiences Yle has an audience of 1,1M actively engaged with Yle’s brands’ FB, IG and Twitter channels any given day. Not included in that figure • activity with Yle’s YouTube channels • the personal social media profiles of individuals
  12. 12. Just some of Yle people creating the communicative culture Kari Haakana Eija Moisala Cilla Lönnqvist Mika Rahkonen Kirsi Matson-Mäkelä Jaakko Lempinen Jarno KoponenAntti Hirvonen
  13. 13. Just some of Yle people creating the communicative culture Kaj Färm Nora Kajantie Anne Achte Kirsi Brück Hanne Kautto Riikka Räisänen Johanna Törn-MangsKalle Pirhonen
  14. 14. Social media communication habits • Share own and colleagues’ work • Share observations from events • Share and comment industry news • Engage with audiences, stakeholders, • Answer questions • Ask for input to projects • Be human, have a life. Tuija Aalto 2018 @Tuija
  15. 15. Yle Social media guidelines 2009 - First social media strategy 2009 called for • Yle’s personnel being present • content being shareable on social media. The most recent iteration of social media staff guidelines is from 2015 and it’s all about maintaining trust. Tuija Aalto 2018 @Tuija
  16. 16. Yle Social media guidelines 2015 Yle employees in social media 1/3 1. Think how your actions on social media affect your credibility as a Yle employee. You cannot decide whether others see you as a Yle employee or a private person.
  17. 17. Yle Social media guidelines 2015 Yle employees in social media 2/3 2. Consider how you express your opinions. Do they question your credibility or that of Yle in the eyes of others.
  18. 18. Yle Social media guidelines 2015 Yle employees in social media 3/3 3. Value your colleagues in all contexts. Your colleagues and your employer expect you to be loyal, also on social media. Internal matters must be kept inside the company. This is also common practice in other companies.
  19. 19. Challenges Individual’s point of view • The workload and stress being in the public eye “24/7” • The emotional toll of being targeted by activist groups because of employer haters. Company point of view • Making the ROI of P2P communication visible • Supporting individuals facing difficult situations. Tuija Aalto 2018 @Tuija
  20. 20. Fighting trolls - case Aro Yle supports its journalists in fight against trolls. In a recent case, the court ruled that disseminating negative information about Aro contributed to the trolling.
  21. 21. Enabling communicative habits • The ethos of openness • Professional social media presence for everyone • The shareables (experiences, materials, methods etc.) • The means of sharing (web, blogs, video etc.) • Space to meet: Events Tuija Aalto 2018 @Tuija
  22. 22. Company communicative infrastructure Highly networked • Purpose-oriented teams (News Lab, Yle Lab, Yle Beta, Lean Yle, Social media network etc.) • Executives’ communicative practises • Communications team
  23. 23. Owned media: web, video & events Using Yle.fi and Yle Areena to explain how the public service is being developed
  24. 24. Yle News aims to increase journalists engaging in discussion on yle.fi Yle journalists interact with the audiences on news articles
  25. 25. News Lab newslab.yle.fi The news development team of Yle is researching how our users consume different forms of media and what kind of needs and fears they have.
  26. 26. News Lab Tuija Aalto 2018 @Tuija
  27. 27. Yle Beta Yle Beta is an incubator for future media experiences. Tuija Aalto 2018 @Tuija
  28. 28. Yle Beta events: Yle Beta Challenge, Yle Beta Days
  29. 29. Yle Lab Yle Lab is a customer centric concept development hub.
  30. 30. LIFT - an Yle Lab event
  31. 31. Lean Culture in Business and Creative Work Yle Lean Culture Toolkit tiny.cc/yle-toolkit
  32. 32. Communications practises Internal & external communications department lead Jere Nurminen. Stakeholders. Strategic and Operational. Tool: reputation cards Operational: spokesperson assigned case by case.
  33. 33. Communications practises Each division has communications partner - dedicated to the division’s internal and external communications needs. Communications team members alternate in “Reactive” and “Developing” shifts, allowing some busier and some more reflective workdays. Tuija Aalto 2018 @Tuija
  34. 34. Yle dude Sami Koivisto is the go-to-person when someone wants Yle’s journalistic decisions explained. • Public speaking • Blogging • Social presence • 1-to-1
  35. 35. The Executives The Management Group is responsible for operative management Merja Ylä-Anttila Janne Yli-Äyhö Ismo Silvo Jouko Jokinen Marit af Björkesten Ville Vilén Gunilla OhlsMaisa Hyrkkänen
  36. 36. Yleisradio's social media communication habits and culture is about • learning together and sharing the experiences • being accountable • being approachable • giving the Finnish public best value for their tax money • benefiting the entire media sector in Finland. Tuija Aalto 2018 @Tuija
  37. 37. Yle’s Value to Finns survey: Openness Question: is Yle's activity open enough? 79% of Finns think Yle is at least somewhat open 16% say Yle isn’t that open or not at all open. Four percent don’t know. Ylen arvo suomalaisille. Telephone survey by Taloustutkimus 11.-30.10.2018, 1001 respondents aged 15-79
  38. 38. Yle’s Value to Finns survey: Trust Question: What level of trust do you feel towards Yle? 69% of Finns trust Yle at least quite a lot 8% trust only a little or not at all. 22% are in between trust and distrust. Ylen arvo suomalaisille. Telephone survey by Taloustutkimus 11.-30.10.2018, 1001 respondents aged 15-79
  39. 39. Positive outcomes • Stronger relationship with audiences - trust • Uplifted company spirit internally and externally • Stronger employer brand • Better product • Increased trust by stakeholders: authentic, truthful picture of company intentions in the eyes of key stakeholders leads to support and legitimacy of mission and funding. Tuija Aalto 2018 @Tuija
  40. 40. Thank You! Questions? @Tuija

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